Cross-Screen Campaigns Can Reduce Costs And Improve Reach, Says Amobee

The study also found that millennials are the demographic most likely to be swayed by cross-screen ad campaigns.

Amobee's Bryan Everett
Amobee’s Bryan Everett

Spreading out the budget for a TV ad campaign to cover multiple channels, including mobile, desktop, and social, can have a significant impact on cost-per-reach-point, says a study from Nielsen, commissioned by marketing tech company Amobee.

Nielsen, which normally focuses on researching what people watch and how that affects what they buy, is looking into the statistics of cross-screen promotions for the first time in this report. The study looks at 14 advertisers from a wide variety of ad verticals running over 100 campaign simulations.

“Our goal with the study was to examine how it is possible to reach an engaged mobile and desktop audience at scale to fill in the gap from TV,” said Bryan Everett, SVP of business development and publisher solutions for Amobee in a press statement. “When marketers invest in digital they reach cord-cutters, a growing audience, and extend their reach across multiple screens.”

The study found that among large scale campaigns ($5 million or larger), cross-screen promotion had the chance to reduce the cost of each individual engagement. The average reduction in cost was at 5.5 percent with an all-time high in one case of almost 10 percent cheaper engagements.

“In today’s media marketplace, fragmentation is the new normal and it continues to accelerate,” said Ronjan Sikdar, VP of Digital Media Analytics, Nielsen. “Increasing reach is one of several drivers of media effectiveness. Amobee wanted to understand more deeply how cross channel digital video consumption impacts where to allocate dollars to increase reach; so our methodology was inclusive of mobile, tablet, social and desktop to give them this in-depth view.”

Other findings included:

  • An increase in reach. Amongst all 14 campaigns simulated, the average percent increase in overall reach was 4.0 percent; and in one campaign, Amobee saw a 10.3 percent overall increase in reach.
  • An increased connection among millennial audiences. Amongst all 14 campaigns simulated, the average percent increase in reaching Age 18-34 was 8.8 percent; In one campaign Amobee achieved a 19.3 percent increase in reaching Age 18-34 and 29.0 percent for audiences between the ages of 18-24.

“We know people are consuming more and more video content across multiple devices,” said Bryan Everett, SVP Business Development & Publisher Solutions at Amobee. “This study proves that advertisers need to manage reach and frequency between TV and Digital more effectively so they are not wasting money. Through one-to-one device matching, advertisers, especially retailers, can frequency cap their ad messages cross-device to increase reach within their desired audience and stay top of mind when that person is ready to make a purchase.  Layering in location targeting on mobile can further drive consumers down the funnel and lead to in-store purchases.”

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Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.